So, I've been thinking about this post for a while. As most people know, I have a beard. It's pretty much part of me at this point. I actually have forgotten the last time I purchased an actual razor. I just enjoy having the good old rug on the face to protect myself from the cold in the winter, and keep my face from burning in the summer.
But if I did shave, this is where I would go...
That's right, "their blades are f$#@ing great." There is something about a simple, well thought out and executed, video that can grab a customers attention. There is passion in this video for what they believe in. Granted it is supposed to be entertaining, but they are telling a story and getting their point across.
Now I have always remembered the old saying "imitation is the sincerest form of flattery," but in this case it wreaks of desperation. Gillette has come up with a new business model for selling their razors, the Gillette Shave Club. Are you kidding me? Not only did you pretty much rip off their idea, you couldn't even come up with a different name.
And here is the kicker of it all...they are pitching it is a product that is less expensive then Dollar Shave Club, but it's not even close. I'm not going to get into the math involved with this, because well, that's why I wanted to be in the creative business, I am horrible at math. But a person with remedial math skills can solve this equation. Gillette is basically trying to outsmart the consumer with marketing, but looking at the results, they are failing.
This is how they kicked off their campaign...
They even stole the breaking through the paper door from Dollar Shave Club. Now when you start looking into this save up to 50%, it's extremely deceiving. Dollar Shave Club is sending you a handle and 4 shaver cartridges for $9 a month for their premium subscription, Gillette is sending you a handle and 1 shaver cartridge. If you wanted to get the same amount of blades, you are forking over double of what DSC costs.
Nice try Gillette.
Dollar Shave Club their blades are f$%@ing great, and their marketing/PR plan is even better. Rock on guys.